Tonight, in front of the millions of people who will watch the final evening of the 2026 Sanremo Festival from their homes, Gino Cecchettin will repeat these words: «Violence does not arise suddenly. It creeps into our culture. If we don’t change, only the names of the victims will change.” These are the words with which the new awareness advert against gender violence by Fondazione Giulia Cecchettin Ets ends. «A call to action addressed to all men, so that they become part of the solution and assume their responsibilities, learning consensus and boundaries and intervening among peers to stop bad behavior».
The Foundation, established in October 2024 to honor the memory of the girl killed on November 11, 2023 by her boyfriend Filippo Turetta then sentenced to life imprisonment, she focused her intervention above all on education and prevention, with particular attention to the new generations, but also on concrete support for the victims and on raising awareness of the entire community, starting from the workplace. Dad Gino, in particular, met over 12,000 young people throughout Italy, bringing his direct testimony to schools, public events and festivals.
The video, set in a restaurant during an evening with friends, shows how violence does not arise suddenly but develops over time, through words, jokes and behaviors that are often minimized or justified. Alongside the video version, a radio spot was also created with the voice of Francesco Pannofino. Created by Cookies Agency, produced by Grøenlandia and directed by Simone Godano, the commercial focuses on collective responsibility and particularly challenges men, called to recognize and interrupt the wrong dynamics in peer contexts.
